B2B共享服务网络中参与者的角色转换：影响因素与过程机理研究

近年来，我国涌现出一批B2B共享服务网络，赋能中小企业，旨在使其不仅作为客户被服务，还可作为互补方提供资源，增强自身资源效用。然而大部分中小企业在此类网络中进行角色转换、增强自身资源效用的实践是盲目和受挫的。针对此问题和理论研究不足，本项目以定性与定量相结合的研究方法，探究B2B共享服务网络(母网络)中，中小参与企业在不同服务项目(子网络配置)层面进行角色转换的影响因素和过程机理。具体而言，本项目的研究内容包括：(1)参与者角色转换的驱动/阻碍因素；(2)参与者从客户角色转换为互补方角色的过程机理；(3)参与者从互补方角色转换为共同整合者角色的过程机理。本项目在理论层面打开参与者从扮演供应商、客户等单一静态角色转换到扮演B2B共享服务网络中“通用参与者”角色的过程黑箱，丰富价值共创理论；在应用层面揭示参与者通过角色转换构建身份的方式、途径，激发中小企业的网络能动性，助力其转型升级。

In recent years, a number of B2B service sharing networks have emerged in China to empower small and medium-sized enterprises(SMEs), aiming to enable them not only to be served as customers, but also to provide resources as complementary parties to enhance the utility of their resources. However, most SMEs are blind and frustrated in the practice of enhancing their resource utility through role transformation in such networks. In view of this problem and the lack of theoretical research, this project uses a combination of qualitative and quantitative research method to explore the influencing factors and process mechanism of role transformation of SMEs participating in different service projects (i.e., the sub-network configurations) in a B2B service sharing network (i.e., the parent network). Specifically, this project focuses on the following three research questions: (1) what are the driving and hindering factors of the role transformation of participants; (2) what is the process mechanism for an actor(i.e. a SME) to move from a customer role to a complementary role? How does the role transformation affect the value capture of the actor in the network? (3) What is the process mechanism for an actor to move from a complementary role to an co-integrator role? How does the role transformation affect the value capture of the actor in the network? This project theoretically opens the black box of the process in which participants transition from a single static role such as supplier, customer to a “generic actor”(who can play multiple roles) in the B2B service sharing network, and enriches the value co-creation theory. This project also reveals the ways and approaches of participants to build their identity through role transformation, so as to stimulate the network initiative of SMEs and facilitate their upgrading.